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In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Opinions
Many
Advertising
Time
Disaster
Guess
Days
Opinion
Wrong
Ventured
Advertisers
Right

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Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must.
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Lust is a monstrous sin which altereth, marreth, and drieth the body, weakening all the joints and members, making the face bubbled and yellow, shortening life, diminishing memory, understanding, and the very heart.
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Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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The time has come when advertising has in some hands reached the status of a science.
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Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
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Genius is the art of taking pains
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Impressive claims are made far more impressive by making them exact
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Never be led in new paths by the blind
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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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If a claim is worth making, make it in the most impressive way.
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No generality has any weight whatever. It is like saying how do you do? When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
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The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, hey there, Bill Jones to get the right persons attention.so it is in n advertisement
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On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick
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Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. Then do your level best. That reader, if you lose him now, May never again be a reader
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Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table
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The man who wins out and survives does so only because of superior science and strategy.
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Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
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Advertising is prima facie evidence that the man who pays believes that advertising is good. It has brought great results to others, it must be good for him. So he takes it like some secret tonic which others have endorsed. If the business thrives, the tonic gets the credit. Otherwise, the failure is due to fate.
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